How Housing Professionals Can Navigate the Current Sales Market
The National Association of Home Builders (NAHB) is offering strategies to help housing professionals navigate the current sales market, which is challenged by elevated interest rates, tariff concerns, and volatile building material costs. These factors have led to a decline in builder confidence and the lowest homeownership rate in five years. However, NAHB emphasizes that the market is not as dire as during the 2008 recession and is providing educational sessions to assist members in effectively communicating with and marketing to buyers across various demographics.
In a recent online discussion titled “The Psychology and Sociology of Sales,” Meredith Oliver, founder of Meredith Communications, highlighted the psychological barriers that hinder potential buyers from completing online forms. She and other panelists discussed techniques to engage hesitant buyers, such as initiating open-ended dialogues, addressing generational fears, and building confidence among new homebuyers.
Looking ahead, NAHB is hosting a “Shop Talk” session on June 3 at 3 p.m. ET, focusing on “Content Marketing Strategies for Home Design Professionals.” Led by David O’Sullivan, president of O’Sullivan Architects, the discussion will explore how builders, architects, and marketers can leverage storytelling, digital platforms, and visual content to showcase cost-effective design solutions, enhance market visibility, and strengthen connections with potential buyers.
